I don’t know whether the world is getting meaner, or copywriters are looking for new ways to make the target market listen, but I’m noticing more adverts using a little ‘snark’ to get the message across. I passed this one today on my walk to work (sorry for the reflection): It reminded me of this copywriting […]

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As most people reading magazines, I flip through the adverts to get to the good stuff. In this month’s edition of Glamour I was of course looking for an article that would help me perfect my brows, style, my liquid eye-line skills and most other make-up related things I struggle with. But this advert caught my […]

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I remember being hired a few years ago by a company that wanted copy for their website and various landing pages. The product was good, lots of enthusiasm behind the scenes and even though they were relatively new, the product and systems seemed pretty well-established. I don’t normally work with new companies because I find […]

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There’s a famous saying in marketing (as Veronica Fullovit from Bullspit Marketing tells us in the video): Sell the sizzle, not the steak. What does this mean? Simply that your copy should lead with the experience, the positive emotions your customer will experience rather than the facts and figures. In copywriting, this is reinforced but […]

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Are you flippin’ kidding me!? May well have been the response when Jack returned to his mum with no cow and no money in exchange for said cow. No it’s okay honest, I’ve got something better… Jack insists as his mum pulls underwear from the dryer. Trying to ignore the rumble of her empty stomach, her […]

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Tempting isn’t it… You’ve written your copy, but feel it needs a little bit more. A bit more passion, enthusiasm… a bit more oomph. There’s a character designed for that. You know him as ! The bold and bright exclamation mark. But should you hit that key? Watch the video or read the article below to find […]

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In this week’s episode of AmyTV we’re looking at the problem of Umbrella Terms, how they creep into your copy to make your marketing bland and, more importantly, what you can do about it. Watch the episode or read the article below: What are Umbrella Terms? Umbrella Terms are used by businesses in their marketing […]

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Today we’re talking about the power of contrast in your copywriting. So, painting a bleak picture of what your customer’s life looks like without your product, and the rainbow and unicorn universe they can live in with your product. Of course I’m kidding. However there are some specific areas where the power of contrast can […]

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AmyTV is back… And we’re kicking off this series with a special edition video about the Call to Action Marketing Conference happening in Vancouver, June 19th-21st 2016. I’m going to be there walking you through whether your marketing copy is selling yourself short (and more importantly, what to do about it). Not got your tickets […]

Just before the holidays I had the pleasure of interviewing Joe Pulizzi: founder of the Content Marketing Institute, author of Content Inc, and recipient of the informal (but weighty) moniker: “Godfather of Content Marketing.” Joe’s background is in custom publishing for businesses and creating trade content that attracts an audience to a specific business. So it’s […]